5.結論與建議
5.3 研究限制與後續研究建議
本研究存在下列幾項限制。共同方法變異：本研究採取配 對樣本的方式降低共同方法變異，但仍存在部分共同方法變異。
由於社會價值傾向之衡量方法上採取和其他變項較為不同，且研 究證實運用分解遊戲的衡量方式能盡量排除社會期待影響，較能 得知填答者真實的社會價值傾向 (Platow, 1992) ，故此部分共同方 法變異問題不嚴重。此外，除採用 Podsakoff 、 MacKenzie 、 Lee 和 Podsakoff (2003) 的建議，運用方法上的隔離，並將含糊不清或 描 述 複 雜 的 問 卷 題 項 ， 加 以 精 簡 力 求 簡 單 明 確 外 ， 並 根 據
Podsakoff 和 Organ(1986) 的建議，將社會期許納入控制變項，且單 一因子法之結果顯示多元因子模式較單一因子佳，故共同方法變 異問題對本研究結果影響不大；社會期許之問題：本研究以量表 作為衡量社會資本之工具，易產生填答者因社會期待或個人角色 期待，造成業務員對自身社會資本產生高估的現象。針對此本研 究除採匿名方式進行外，並將社會期待列為控制變項，此外，亦
將「第一部分」取代量表名稱並避免敏感字句之描述，盡量避免 此誤差；抽樣限制：由於本研究顧客問卷係由業務員轉交，無法 避免業務員將問卷交予與自身熟悉或互動良好之顧客， 此，本爲 研究特以一位業務員需搭配三位顧客問卷，並依據 George(1990) 的建議將
r
wg 值低於 .70 的樣本予以刪除不採用，並將顧客問卷 加以彌封，附上回郵信封請顧客自行寄回，盡量降低誤差；因果 關係推論之限制：本篇係屬於橫斷面的研究，解釋研究結果時對 因果關係推論有所限制。針對相關研究議題，具體提出下列建議：建議後續可朝向
縱 貫 面 之 研 究 ， 探 究 社 會 資 本 三 構 面 隨 著 時 間 之 演 化 。 此 外 ， Morrison(2002)指出縱貫面研究有助於探討網絡結構隨著時間的演
變；由於各量表皆採自國外學者所發展之量表，雖經由學術界與 實 務 界 專 家 審 查 用 字 遣 詞 之 適 切 性 ， 仍 可 能 存 在 泛 文 化 差 異
(cross-cultural difference) 問題，進而造成泛語言間語意不同的問題 而使量表內在品質受到影響，是故，建議後續研究可採用倒譯法
(back translation) 進行量表的翻譯 (Chen & Francesco, 2003)；在積極 人格的衡量方面，根據 Claes 等人 (2005) 的研究顯示，較建議採 用六個題項的積極人格量表進行衡量，並可考量採用積極人格量 表之多重構面；另一方面，在社會資本的衡量方面，可加入其他 客觀資料之衡量，例如：平均互動次數、平均一年的共同合作發 表次數 (McFadyen & Cannella, 2004) ；影響與顧客間社會資本之發 展仍有許多其他因素。研究指出業務員本身的專業能力會影響與 顧客間關係品質 (Crosby et al., 1990) ，公司名聲對於發展與顧客間 之信任有所影響 (Carlos, Miguel & Eduardo, 2005)，對於業務員本身 擴展人際網絡可能產生影響。是故，未來研究仍可進一步探究其 他干擾變項。
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